IPS figures also show that Scotland, Wales, the South West and Yorkshire are most likely to see holiday visits involving a visit to a national park, with walking in the countryside common in the South West, Scotland and Wales.

Visiting the coast / beaches, and walking by the coast is particularly likely in Wales and the South West, followed by the North East, Scotland and the South East.

According to the Nations Brand Index, Britain ranks considerably well within the tourism dimension (4th in 2015) - it is held in high regard for vibrant urban life and historic buildings, as well as aspiration to visit.

In 2015, we launched our three-year Countryside is GREAT campaign with the aim of increasing international visits, generating additional visitor spend of £70 million.

Discover England Fund

As part of the leisure activities research, the fund has also produced a series of market and activities summaries. These summaries provide information about demographic profiles, attitude towards taking a holiday to England, market consideration for each activity and other market profiling insights. There are 2 reports specific to coastal tourism (PDF, 7.8MB) and countryside tourism (PDF, 13.8MB). Published March 2018.